Business to Business Marketing Blog


The marketing of professional services is dramatically different from other products or services. It is psychological and much more personal. Traditional marketing and sales models characterize the purchase process as a special form of rational decision-making or problem-solving. It follows a sequence like: establish credentials, uncover needs, explore implications, propose solutions, and close the sale. This model may apply to most...

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The future of professional service marketing and the industry it serves will be radically different in ten years. Changing clients’ demands, employee expectations, and rapid technological developments are just a few of the factors that will create a far different future for business to business services firms. Ultimately, these factors, with technology in the lead, may even challenge the very nature of the business of...

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If, or when to outsource your marketing is probably on your mind these days. You’re probably used to having a large measure of control over your business, and that’s probably how you like it. Keeping business functions in-house puts you in the driver’s seat and ensures that everything gets done exactly the way you want it. The ultimate goal is to grow your business, however, which means sooner or later you’re...

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If you want to learn how to write a winning proposal, you are in the right place. You know you offer your clients nothing but the best, but you sometimes need to prove it in order to win new business. Your marketing team can put potential clients in front of you, but getting the job means impressing leads enough to convert them into customers. A formal proposal is often the way to do so, but writing it can feel a bit daunting. After...

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You’ve decided to take the plunge. Whether because of a slow spell, a new competitor or just the need for a more focused strategy, you’ve weighed the options and decided it’s time to hire a marketing consultant. Now you just have to pick one. The right consultant can work wonders for your business. Choose poorly, however. and you’ll find yourself paying potentially exorbitant fees and getting very little in...

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When to hire a marketing consultant is a question on the minds of many business owners and leaders. You started your own business to make money for yourself rather than padding someone else’s pockets. You then swiftly learned more about business overhead than you ever wanted to know and quickly sought ways to lower yours. The most obvious way, of course, was to wear as many hats as possible to keep payroll and consulting...

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If your current marketing plan is to wing it, you’re definitely in the market for some outside help and should be looking for the signs you should outsource your marketing. You’re also not alone. Most business owners don’t truly grasp how difficult creating a successful marketing strategy truly is until they sit down to do it. It’s easy to brainstorm some abstract marketing ideas, and you may have some truly...

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  We are excited to have Anna Hewstan join the Outsource Marketing team, and lead our social media marketing service offering to clients. I had a chance to sit down and speak with Anna shortly after she joined and ask her a few questions. Here is a quick recap of our conversation on the future of social media marketing. How has social media marketing changed since you ‘tweeted your first tweet?’ Initially, many organizations...

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How to Implement a Lead Generation Program in 7 Steps How to implement a lead generation program is top of mind for most business to business organizations. A lead generation system is the surest path to more customers and revenue. The challenge for many is balancing the need to complete current projects with the investment of time required to build a pipeline of future opportunities. Or maybe you have the time, but don’t know how to...

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  Customer Research is the key to understanding how to grow and better meet the evolving needs of existing and potential clients. Every firm, at some point, has questions about how to best to meet the evolving needs of existing and potential clients. Questions it struggles to answer. For smaller firms, or those just starting out, maybe it involves determining how best to position a new product or price an innovative service...

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The Power of Your Proposal Summary   If you are doubting the power of your proposal summary, just imagine, for a moment, being a proposal evaluator. Put yourselves in their proverbial shoes. A stack, maybe 10 proposals, sit in front of you. You have an obligation, no duty, to review each one thoroughly. To evaluate each, with independence and fair-handedness, and to select the winning proponent that will deliver a vitally...

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  Becoming a ‘trusted advisor’ is the ultimate goal for many professional services providers. I’ve heard it many times from a wide range of clients, including architects, engineering and construction firms, accountants and financial planners. It’s a worthy objective to be sure. As a trusted advisor, your role evolves into one that’s more encompassing and built upon trust. The relationship becomes less transactional and more...

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The oldest communication tool in history is storytelling. Even today, amongst the numerous new tools and technologies, storytelling still is one of the most powerful forms of communication. Humans have always related to stories on a personal level as they are memorable. It is for this reason that great leaders have been known to use stories to effectively communicate and to influence others. Stories have more depth and layers than raw...

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To market and sell a professional service, you need to communicate to your customers what it’s like to work with you. You can’t just tell them; you need to show them.

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Developing a strong, compelling proposal win strategy isn’t easy. But when done well, it’s often the difference between winning and losing. Answer these 10 questions, and you’ll be on your way to crafting a winning proposal strategy.

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The best piece of advice that I integrated into my business, and personal life, is to only do what I enjoy to do. When you are passionate about a pursuit, you are more likely to do it well and to succeed. Working should not be just about making money. Life is too short not to enjoy eight hours (or more) out of your day. You can be the best at what you do, and you can make a lot of money, but if you are not having fun then the...

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Before committing your firm’s time and money on chasing its next proposal, determine whether you and your team are just involved, or fully committed to winning? Completing a winning submission is a time consuming endeavor. To have a chance at success, everyone involved must be given the opportunity to invest all of their time and energy.

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Before you decide to commit the significant time and resources required to complete your next proposal, you should be asking yourself a few tough questions. By answering just these eight questions, you are much more likely to pursue only those pursuits where your chances of success are greatest.

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Are you learning everything you can from past proposals, successes and disappointments, or are you committing the same mistakes over and over again? Learn how your proposal history can help you be more selective and improve your chances of success.

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Outsource Marketing has developed a 21 Point Proposal Check-Up Tool to guide clients through the various elements of a successful proposal. From the front cover to back, our checklist will help you captivate your audience and communicate your winning strategy.

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The second in our ongoing series of interviews with inspiring leaders of small to mid-size companies. Mark Forward, Vice-President and General Manager of Concord Security shares his thoughts to engage and inspire the next generation of leaders and entrepreneurs.

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The first in our ongoing series of interviews with inspiring leaders of small to mid-size companies. Frank Siekmann, President of Merit Kitchens shares his thoughts to engage and inspire the next generation of leaders and entrepreneurs.

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  As marketers, we believe everything communicates something. No matter how big or small, each interaction with clients is an opportunity to strengthen a company’s brand, and reinforce what makes it a great company. The annual company Christmas card is no exception. Having worked with, and for, both large, global firms and smaller founder led companies, I readily admit that the creative process for creating the company’s...

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